Case Study

Redigo – Putting a new electric vehicle on the road

32 pages
June 2005
Reference: IMD-5-0687

At a highly publicized launch during Swiss Expo 2002, a small start-up company introduced a new compact electric vehicle called the Mobi3. In 2005, a new generation of lithium-ion batteries had become available that would provide more autonomy and require half the recharging time. Major improvements in the performance of electric vehicles were expected as well as new market opportunities. A member of the concept teams of the Swatchmobile and the Smart, was one of the fathers of the Mobi3. Inspired by the success of his early prototypes, he was planning to bring an enhanced version of the Mobi3, now renamed Redigo, to market. The case examines the various mobility vehicle target markets and users of electric vehicles and questions where the involved entrepreneurs should focus their next launch efforts.

Keywords
Product Development, Product Launch, Alternative Mobility, Battery Technology, Customer Feedback
Settings
Switzerland
January 2002 - June 2005
Type
Field Research
Copyright
© 2005
Available Languages
English
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Looking for something specific?
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics